We're at the CP+ show in Yokohama, Japan where Japanese camera and lens manufacturers show off their latest products to a domestic and international audience of journalists and enthusiast photographers.

Day three of the show was cancelled due to heavy snow but Toshihisa Iida, senior sales and marketing manager at Fujifilm still found time to sit down with editor Barnaby Britton to discuss a range of topics including the reception of the new X-T1, firmware updates to older and existing models and the possibility of larger-format X-Trans cameras in the future.

Fujifilm recently announced the high-end X-T1 - how popular has it been at the CP+ show this year?

It’s been incredibly well-received. just after the announcement in January we conducted some user events in several cities in Japan and compared to similar events last year the number of customers who attended had almost doubled. This shows the high level of interest.

Also we’re already collecting pre-orders, and the number is very encouraging. Initial demand is roughly twice what we’d planned, so we’re increasing the capacity at our factory as much as possible, at least for the next few months.

How important is the high-end market for you?

Very important, for two reasons. Commercially, obviously it’s important but also higher-level customers understand the quality of X-Trans. It’s easier to communicate that to higher-level customers compared to beginners.

Do you still need the low-end customers?

Yes because there is still a market, mainly in Asian countries for consumers who are stepping up from compacts, and we cannot ignore them. But our main focus now is high-end.

What difference do you see in adoption of the X-series, in different countries around the world?

In Japan, 40% of the market is mirrorless, followed by other Asian countries, at around 25%, while the US and Europe are way behind at just over 10% so it’s very varied.

Do your customers in different countries ask for different things?

Yes. For example in asian counties we have more female customers, certainly in Japan, and they tend to take different pictures - more dreamlike, softer focus, lower contrast. That’s something that some western photographers don’t really understand. Asian customers also seem more keen on social networking and sharing their pictures.

What do your worldwide customers ask for most?

More lenses, and greater video functionality, also more customization options and a greater range of accessories - especially flashes.

You mention more customization - presumably you could make some changes to existing models with firmware?

Yes. For example we will release new firmware for the X-E2 soon which will improve the refresh rate of the EVF bringing it to the same level as the X-T1 and also add an interval shooting function.

Last year Fujifilm released a major update to the X100, bringing it closer in line to the X100S and now you’re planning on bringing the X-E2 closer to the X-T1. Do you not risk losing sales of the newer models by doing this?

Yes but it in the long run customer trust is very important. We’re a relatively new brand and we need to build trust. There was some internal debate about the X100 update, and some people within Fujifilm didn’t think we should upgrade a discontinued model but we decided to do it anyway.

Do you sell more high-end bodies in the US and Europe, or more low-end?

We sell more high-end. Especially in the USA. The low-end market is a little tough, but the high-end market is easier.

Is there more profit to be made in the high-end market?

Yes. For two reasons. The bodies themselves, we can sell at a higher price but also we sell more lenses with higher-end cameras, so overall it’s more profitable. Our research shows that the attachment rate for a high-end camera like the X-Pro 1 is around 3.8, whereas cameras like the X-A1 it’s more like 1.2. With low-end cameras people often just stick with the kit lens.

Not really - some people are asking for more, but overall there’s very little demand for 20MP or higher from our users. 16MP at the moment is the best combination of resolution and signal to noise ratio but obviously as time goes on the technology will develop and we’ll be able to offer higher resolutions with improved signal to noise ratio in the future.

The Fujifilm X-E2 sits beneath the X-T1 in Fujfilm's X-series lineup, and a forthcoming firmware update will bring it closer in line with the flagship model, adding an interval timer function and increasing the refresh rate of its electronic viewfinder. Read more about the X-E2.

How important is video to your customers?

It’s becoming more important. For example we’re speaking to professional photographers who are telling us that their clients are demanding more and more video as well as stills.

Do your professional customers use your cameras alongside their existing DSLR equipment?

At the moment yes, but they’re telling us that they’re using their older equipment less and less.

Do you you want to compete against professional full-frame cameras?

Inevitably yes, we have to compete against full-frame. The professional market is very segmented, and for example for sports photography I think the X-T1 is already competitive. So yes, I’d like to challenge full-frame.

Do you have people at Fujifilm working on the X-series who started out working on film?

Yes. Some of our people started out working on our film cameras, and some on Instax. One of our engineers is a veteran with a lot of experience, he’s around 60 years old and his background was in the creation of our Velvia and Provia films. He’s still around, and he advises us on how to develop our image processing, for example.

Our X-Trans sensor is designed with the knowledge we have from making film, which is very important. The sensor design itself and also the image processing.

The X-series is maturing now - what lessons have you learned along the way?

Since we launched the X-series with the X100 we created a lot of cameras, and even since the X-Pro 1 was launched we made the X-E1, X-E2, X100S, X-M1, X-A1 and X-T1. I think we did too much too fast, and made too many models. Some customers have told us that it’s confusing. So now we will slow down, step back and look at what our customers are buying, and what they want. We also need to refresh our lens lineup.

How was the X-A1 received, with the 16MP Bayer sensor?

The X-A1 was created in response to customer requests for a lower-cost model. We found the Bayer sensor was surprisingly good, partly thanks to our image processing. We’re currently testing how well the X-A1 sells compared to the X-M1 with the X-Trans sensor, because going forward we don’t need two entry-level models. It’s undecided at this point.

What are the major challenges facing Fujifilm in the future?

Our biggest challenge is customer awareness, and customer education. We think that at least 50% of the market could be mirrorless in the future, but what’s missing is awareness on the part of the consumers about the benefits of mirrorless.

In my opinion this is due to the lack of focus on mirrorless from the two big brands, Canon and Nikon. The Nikon 1 and EOS M didn’t satisfy customers so many consumers see mirrorless as something inferior to DSLRs. That’s the biggest challenge. We need to educate customers that mirrorless is not inferior, it can be better than DSLR.

Would it help you if Canon and / or Nikon created a high-end mirrorless camera system?

Yes. Because it would increase awareness.

What will you do if they don’t?

We, as well as Olympus and Sony will have to do a lot of hard work! We do events to increase awareness, allowing customers to experience our cameras and get information one-on-one. It’s a hassle, and it takes time but it’s the best way.

When Adobe made the big improvements to X-Trans Raw processing in Camera Raw 7, did that help you?

Yes, it helped a lot. Because a lot of our customers were invested in that software.

Times are tough in the camera industry - what is your strategy for the future?

The only way is to keep innovating. We need to give customers reasons to upgrade or replace their camera, and mirrorless is a big opportunity. The weight is less, it’s smaller, the shutters are quieter and we now have a good enough lens lineup. Our challenge as I said is consumer awareness, but if a customer understands the benefits, there’s no reason not to change from their DSLR.

Will X-Trans sensors get bigger, in the future?

At the moment we’re focusing on the APS-C format but in the longer term, after we’ve completed our lens lineup… I can’t deny the possibility.

well i love Fuji i own the x20 which i think is a mobile Photoshop camera all you need is on that camera for daily usage. But honestly i think fuji should make another type of x20 full frame with built in flash, zoom and view finderit will be a new beginning for full frame camera line up before they can come with a full line of lenses for full frame that will give the company an extra indicator and direction for the professional photographer who use canon full frame camera and lenses . only then i can consider a full switch to fuji full frame. why spend more money on APS-C lenses when y have EF lenses that's the main issue. by the way i liked the article and i would like to hear more from fuji.

[quote] Yes. For example we will release new firmware for the X-E2 soon which will improve the refresh rate of the EVF bringing it to the same level as the X-T1 and also add an interval shooting function. [/quote]

This is exactly why I'm more and more interested with Fuji products. Their customer service is excellent. Take the X-E1 as an example of how the camera improved over time with firmware updates. It just gives me more confidence to buy their products in the future. People are noticing and 'trusting' Fuji. I never considered buying Fuji in the past but my mind was changed when I was talking to a photo editor of a local newspaper and how happy he was with his Fuji. At that point I started to follow Fuji more. Nothing beats good word of mouth. And because of my experience, two friends are planning to buy Fuji cameras within the next few months (both never considered Fuji until I spoke highly of them).

I half agree with Esteban, but I have found that that's because the industry demands it. In the golden days of photography, there was no such thing as 8fps or autofocus. Yet there used to be photojournalists covering sports and some great, iconic images were made.This is just to say that you, individually, as a photographer, you can use whatever you want. As long as you know how to use your tools and produce the goods. I used to do photojournalism with either a Minolta 7D or a Fujifilm S3 and had works published in many reputable publications including The Economist. If the Pic Ed likes the picture I doubt they will look at what the gear is and make a decision based on that. The problem is that competition for that picture has never been as fierce as it is nowadays and those specific pictures mean loads of money passing around, so agencies started requiring photographers to have the latest, fastest tools to get that money and a fraction of a second became decisive in getting the pic.

Many here suggest the competition between Fuji and Canon - NikonIs it really necessary?The World Cup in Brazil with a Fuji XT -1 ? ,I would not! .A photojournalist team will always have a SLR !There is a field of photojournalism where if Fuji can compete and is performing graphic storiesWe all dream to accomplish this task with a Leica , for me from Argentina impossible because of cost , it was a great solution Contax G2Fuji with his Pro X 100 and X -1, is a solution.The X - Pro 1 has no competition , it's a rangefinder camera with good optics, including the possibility of having Carl Zeiss lensThe X10 and X20 are great competition for the Canon G -15 or G-16 , it is wonderful to have ring zoomI need a X30 with zoom ring , aperture ring and manual focus ring , with a focal 24 -120 and a direct viewfinder like the X100What is my concern , I'm ready to buy three bodies X Pro-1 and three lenses Touit Pro , Is a body presented in 2012

Something I think Fujifilm needs to consider if Fujifilm wants to fight the big iguys like Canon and Nikon.I believe the XT 1 is an outstanding product but it is not quite at the level yet for the pro.I would suggest the body 0.5" longer, 0.5" taller and 0.5" wider just to have a bigger battery. 350 shots per charge is not enough for a pro. Fujifilm is making an external grip for the XE 2 just to make the body a little bit thicker for a better grip, why not a body a little longer, taller and thicker on the XT 1?I would be nice to have 700 shots per charge instead of the current 350.

Very interesting interview, Iida comes across as very knowledgable of his markets. "Yes but it in the long run customer trust is very important" amen! Fuji's decision to update the X100 firmware has really made them stand out.

If you want to stay with mirror less cameras, the APS-C sensor is about the right size. Note Fuji is saying a given lens is the MM focal lenght of the 135, say the 23mm f/1.4, they do not all it a 35mm f/1.4. A full frame mirror less camera would be like th Sony A7/R. The lens would be close to the same size of the DSLR lens, making the package lens heavy. Then there is 24MP APS-C sensors. These are light hungry and rraedy to make noise. So 20MP to 24MP sensors are going to have this problem. So you go to 18MP, do you really think there is a great difference between 16MP and 18MP? Take a hint from people who shot for a living the Nikon D4 is 16MP and the Canon is 18mp. You do not see Prros dumping their Nikons for Canons. Because the difference is minor. I think 16MP-18MP is the sweet spot for APS-C sensor for over all use. Therefore waiting for a 18MP or even 20MP Fuji X-Pro is a waste. If the 16MP creates great images now, it will later on.

But my second paragraph about "design parameters" does state what I meant: the size and shape, the magnesium chassis, weatherproofing, the controls layout, tilt LCD, dials, etc are all very similar, and aimed at exactly the same market segment.

Fuji has to redefine their first lenses, 18 mm; 35 mm, 60 mm and 50-200 mm are not as fast as they could be with the X-T1.

The talk about full frame is useless…the APS-C is now already on the level of full frame and the next sensor-generation will be much better. There is no need for full frame. If you need more details for landscape - use a Pentax 645D or Hasselblad.

The benefit of smaller sensors is to big - no need for dinosaur DSLR 24x36!

Test the Fuji 14 mm; the Zeiss 12 mm; the hole new Fuji 4/10-24 mm OIS is fantastic - far better then any other wide-zoom.

Canon and Nikon are not light weight. not like Pana or Oly, they need sound foundations to build their systems. but at least they know since 2010 that Pana and Oly are building a rubbish system they will have to abandon (which does have the best CDAF at the moment).

Brilliant interview - you guys asked exactly the right questions. And the honest and open answers confirm much of what many have been expecting from Fuji. They got it right: "the only way is to keep innovating".

I really appreciated this interview. It helps me to understand Fujifilm's game plan. I'm impressed by the commitment to building trust. I also value understanding sales patterns and preferences around the world. Thank you, Mr. Iida! Thank you, Mr. Britton!

It’s becoming more important. For example we’re speaking to professional photographers who are telling us that their clients are demanding more and more video as well as stills.

First....very good interview. I hope Fuji follows through with giving us the tools to help our customers. WE NEED 24fps to do that I have been a avid canon 7d and 5d and cinema user. When 7d came out with 24fps a whole buncha of canon people got upset for the 5DII not having 24fps Poof Canon made the software change. I am one that does heleo work.. get the 24 and this goes to town on small air copters the weight is just in and easy to apply without a whole bunch of Go Pro Adobe post production. I am selling my 7d and preordered the T1 don't disappoint me or I tell David H. and Vincent L. Zack A. ;0) good luck

Sony and Fuji made the same mistake in releasing too many products.They should take a page from Apple and focusing instead in few refined products. Simpler, cheaper and customer doesn't get confused .I would have only 2 models in the mirror-less segment. Basic and Premium with a 2 year hardware cycle but several firmware upgrades along the way.If they need more variety, at least make a more distinct product like a mono chrome model. I know many people would buy a second body to have it .

His last commet about FF. Do the lens they make now have focus circle large enough for FF? He said it was after the road map would be done. I just cannot see Fuji being like Sony and dumping a whole line of lens. What ever they do I can only hope they will keep the lens, who wants to buy a new set of lens. I hope they will keep this in mind.

@John: "There won't be any dumping."There might be a lot of dumping on the part of annoyed consumers though, when they realise that the premium lenses for their premium cameras have all now been superseded by full-frame lenses and full-frame cameras. These guys are paying top dollar right now for the best kit that Fuji can produce. What d'you think they'll do when Fuji puts their £3,000 investment into the '2nd best' category?

FF is not an upgrade to APSC, its a more specialised format that has advantages in specific areas but it is NOT a replacement.

Any more than everyone with a 35mm SLR "upgraded" to MF. I had both, and used 35mm a lot more. MF was my landscape and portrait camera. Same is now true with APSC and FF. Weight and quality difference is about the same... about 1 print size (A2 - A1) advantage and double the overall system weight.

Fuji would do well to start with a new camera and mount optimised for FF.

Oh please dont make me dream...A X100 type full frame camera, with a fast/bright 35mm lens and with a bit higher resolution, wifi, ISO dial and a few more fn-buttons, and a hood that can be reversed (probably could with the longer lens probably needed for such a device), and no need for adapters for filters. Oh, and batterygrip accessory (with compartment compatible with standard batteries), and better batterylife to begin with.All that and I could probably live well with a single lens system (well, with attractively priced adapters, for wide and tele, I would probably pick them up, but I wouldnt bring them all the time).

One can always dream

But I do really like what Fujifilm has done with sensor tech.

I also wish that they could bring some of that knowledge to the mobile industry. Would love to se a mobile with fujifilm sensor and optics (on the global market, since I'm european), since it would probably perform better than most.

Great candid interview with good questions.Innovation.....Did I read that right?! Next firmware update, Time Lapse function Wow!If We are lucky in 2015 a stitch assist will be incorporated for Panoramas.Meanwhile I'll be doing that and more with my iPod and a Hacked EOS M today, no wait.It is almost embarrassing that smartphones can do more these days, photography wise than dedicated cameras, even professional ones.A smartphone 5S, reinventing the flash!No wonder camera sales are in decline.

reinventing the flash?Dual tone leds are better than single tone ones, that's for sure. But the problem with LEDs is still the throwing distance.Besides, with a Fujifilm (and many others), you could go without using the flash in many more situations than with your 5s, and that is even more desirble.

Features like panoramas, HDR, and such are often thought of as less professional approach as they can be done in post production, if you know how to use your camera and are willing to do post production. Therefore they havent been prioritized in higher end cameras. Sure, many buyers of higher end cameras would still use those features (as most buyers are pretty novice), but the manufacteurs are focusing on those who knows how to get the best result out of the camera rather than putting fetures in that would result in much less quality in the end.

First, I am referring about the state of the camera industry, not just Fuji, at least they seem always to push the envelope in sensor development.Second, I don't care much about assembling a panorama in camera but at least a feature that help you align the shots is something that enhance the process. Other things like Raw over and underexposure warnings, dual color xenon flash, 4:2:2 video etc etc. There are many other neat stuff App developers are creating that are interesting. In short camera makers could do much better, just in the software front. 4:2:2 Video is one of those low hanging fruits I don't see anybody implementing.

No one else can tell you how to spend your money or whether your financial decisions are the right ones for you. For my part, however, I spent my money on an X100S, the OEM lens hood, and a B+W UV filter (to do away with the awful lens cap). I'm glad I did. I love the X100S. I don't just like it - I absolutely love it!...and soon I'll have a 35mm (52.5mm FF equiv) adapter for my beloved X100S!Thank you, Fujifilm!The only thing lacking now is an option for red highlights in focus-peaking...

I would like to openly thank Toshihisa Iida and Fujifilm for the absolutely wonderful X-E1 that I own. I've previously owned Nikons, Canons, Sigma DP2, etc, but my X-E1 has the best consistent auto color balance I've ever seen. Greens, reds, etc. all excellent! The kit lens which came with the X-E1 is superb, unlike other kit lenses from other cameras. User interface is the best, no fiddly massive button pushing to do normal tasks. Best camera I've ever owned and will hold onto it for as long as I can!

Keep in mind the camera is not perfect, focusing isn't the fastest for example. But I take landscapes, so those flowers, trees and mountains don't move too quickly for the focus. Plus the manual focus aids (including the zoom) work well from a user interface standpoint.

I have owned and used my X-Pro1 since June 2012, I love using it and the results are great. It is incredibly light and portable.I have retained my Canon 5D MkII and L series lenses for those times when I need quick auto focus, particularly with a long lens. With the arrival of the X-T1, I think the time may have come to go all Fuji, particularly because of their firmware upgrade policy. A company that looks after its customers in that way is one that I will happily support.And to all those naysayers in this and other forums who criticise these Fuji products all I can say is that you have to use one of their high end cameras and lenses to really appreciate them.

The MINUTE they go FF..."they're jumping on the bandwagon" "Its too late" "*** brand had this last year" yada yada yada. BTW, one of my lady colleagues is grabbing the X-T1 on a trip to NYC (from Oz) this April. It will supplement her D800. She couldn't care less if it's not FF, she's seen what I've taken with my Fujis and she wants IN ;-)

I have a huge request though - please please please please please embrace the idea of hybrid photo video by adding a 24p and 60p to your cameras. 30p alone is not enough.

Add these simple changes and Fuji becomes the absolutely perfect travel camera when you want to focus on stills but also do a little video as well. 30p sucks in a PAL region because interior lighting can flicker..

I like Fujifilm's attitude. Despite its name less than 13% of its income is derived from anything to do with photography so their level of care in firmware updating old cameras is very commendable and I may only own an X20 right now but I will grow with them. It is a great time for photographers, it is like ice cream, Canon & Nikon are vanilla & chocolate, the classics and will always be the most popular. But chocolate & vanilla are not perfect for everyone, hence the need for more flavors, and these days there are lots of great flavors in cameras. Pick & choose your favorite and be thankful the selection is there as it wasn't always so in great digital cameras.

It's not all shiny on the Fujifilm support/firmware front, though. Leaving the X10 sensor debacle aside there are several firmware issues on the X10 that have never been fixed and are reported to be affecting other Fujifilm EXR cameras as well.

Still one has to recognize and appreciate how "old" models still get updates. Albeit the definition of "old" really is messed up nowadays.

At last Photokina Fujifilm did not offer a service counter and demonstrating any issues to the externally employed booth crew was rather useless. Other companies offered dedicated service and I even got a direct e-mail address from one of the Olympus support members. Of course the latter doesn't mean that issues get fixed, but at least you can communicate them properly.

Copy Olympus? Seriously?What a dumb ignorant thing to say. Other than having a vaguely similar appearance and an EVF, Fuji cameras are different in every way. Different sensor size, different sensor tech, different approach to controls, different approach to stabilization, different different different...Do you actually know anything about cameras and photography?

I like how self aware they seem to be of not only their weaknesses: (too many models, a few of their lenses while optically very good could use an upgrade, etc) but also of all the things they need to work on to become a well rounded system (better video capabilities, more lenses, a flash system, more customization), oh little Fuji… Lean, mean and hungry for success, its getting harder and harder not like you. Regardless of whether you shoot Canon or Nikon its very hard not to admire what little companies like Pentax, Fuji, Olympus and Panasonic are doing for photography in general by constantly raising the bar. My X100s has quickly become an extension of my arm, thats how much i enjoy it !

@Victor...well said, I agree. Regardless of which brand one chooses there is so much good stuff out there I simply can't think of a reason why anyone can't take a decent picture with his/her choice. Unless the photographer in question isn't up to the task, and for that shortcoming there's always education, the most overlooked part of the arsenal.

Where's innovation after X100 [X100s] and X-Pro 1?There was a multitude of products based on them, but I am awaiting more from Fuji, I would like to see a X-SLR 1 (with thourgh-the-lens viewfinder), and maybe if we are lucky a true range-finder (hybrid naturally), with mechanical manual focus.

True manual focus might seem tempting. But then I guess in a x100 format, it would be a manual focus only camera, because of the different motordesign that would have to be used, and although that would probably grab the hearts of some entusiasts, it's really hard to get great focus with cameras with these many pixels manually. I think that the X100/s was a balanced product, that was right on the edge of beeing to niched to sell any volumes.

And the SLR, well, Fujifilm seems invested to mirrorless, and with the ever improving viewfinders, there will soon no longer be any real advantages with thru lens viewfinders. EVF already have the advantage of offering enlarged view for easier focusing, different of tools to help you focus, and the ability to show you menu options and information when trying to operate features that dont have dedicated dials.

You simply can not innovate every day. The T1 is out, and some new lenses, that's not too bad in my book.

Your idea of innovation is apparently to go back to DSLRs. Strange view. Never going to to happen.What Fuji is doing is gradually overcoming the weaknesses of mirrorless relative to DSLRs. That is the future.

36MP with the same Dynamic and the same per-pixel resolution as the X100s would be incredible. D800E is not 36MP, at least niot if you consider the files, X100s is incredibly sharp even at full aperture (non-macro mode naturally).

Do you like that he seems to be telling you to wait a long time? "After we have completed our lens lineup." That doesn't sound like 35mm in 2015 or even the following year. His description of the Asian market vs. the western market should also give you pause. The Asian consumer does not have the U.S. "go big or go home" mentality.

@geosonWell, we can't know for sure.But looking at what Sony released. And how popular FF has become since the 5D mark II. Fujifilm is probably researching how that could be done. Beeing full format, they could end up just going for a Sony sensor, if they feel they capture enough details to beat their own X-trans APS-c sensors.

And if Fujifilm has problems upping the resolution with X-trans, without loss of IQ, they might feel that they have to release a FF to at least have higher resolution on offer.

There is nothing wrong with 16 Megapixels from a Fuji sensor, unless you want to do some heavy cropping, and you might, if you try to stick to one lens as much as possible. And the one lens charm is probably what made the X100/s concept work as well as it did.

Mr Toshihisa Iida, I feel you are absolutely right. Mirror-less is surely the way go and I am fed up waiting for Canon to come up with a good EVF on an APS-C interchangeable lens camera; complete with tilting screen. Can’t wait to check out the X-T1. Good bye Canon.